Welcome!

News Feed Item

Alcopops Voted Down In Novato

City Council Unanimously Supports Alcopop-Free Zone Campaign

City's Alcohol Retailers Encouraged to Voluntarily Stop Sales of Flavored Malt Beverages

NOVATO, Calif., Nov. 14, 2012 /PRNewswire-USNewswire/ -- Novato City Council Members took a decisive step towards protecting youth from alcopops Tuesday night when they unanimously passed a Resolution of Support for creating an Alcopop-Free Zone.  The resolution encourages the city's alcohol retailers to voluntarily stop selling dangerous, youth-attractive flavored malt beverages, also known as "alcopops."

(Logo: http://photos.prnewswire.com/prnh/20110727/DC41105LOGO)

"The number of teens that drink in our community is really high," said Lexi Simon, Novato High School senior and member of the Novato Blue Ribbon Coalition for Youth. "I have seen how easy it is for Novato teens to access alcohol.  Stepping up has turned me into a role model and it feels good to be part of a solution, rather than not caring. If Plan A doesn't work, the alphabet has 25 more letter for us to make this work."

Dangerous, youth-attractive alcopops, or flavored malt beverages (FMBs) are:

  • Pre-mixed, sweetened alcoholic drinks that taste like juice and soda
  • Packaged in brightly-colored cans, similar to energy drinks
  • Priced low enough to effectively target underage drinkers, especially young women
  • Shelved wherever beer is available – including convenience stores, gas stations, and mini-marts
  • Often supersized at up to 24 oz. single-serving containers with 12 percent alcohol – the equivalent of 4-5 beers which cannot be consumed responsibly by any age drinker
  • Encouraging underage consumption which leads to serious alcohol-related harm
  • Four Loko (Phusion Projects), Tilt (Anheuser-Busch InBev), Blast (Pabst), Smirnoff Ice (Diageo), Bartles & Jaymes (E&J Gallo), Sparks (The Steele Brewing Co), and Mike' s Hard Lemonade

"The courageous action by the Novato City Council will help keep alcohol out of the hands of Novato youth," stated Teri Rockas, former co-chair of the Novato Blue Ribbon Coalition for Youth.  "This is exciting! With this resolution, the Coalition will be well positioned to partner with retailers to remove these dangerous products - and keep Novato kids and families safe."

This past spring, the Marin County Board of Supervisors passed the country's first Alcopop-Free Zone Resolution of Support. In early September, the San Rafael City Council approved an Alcopop-Free Zone Resolution of Support.

Various retailers in San Rafael, Stinson Beach and Bolinas have already pulled most alcopops from their store shelves. Just last week the Tiburon Town Council unanimously approved a Resolution of Support urging Tiburon Peninsula alcohol retailers to stop selling alcopops.

"Alcopops are an insidious device that with the cool labeling and high sugar content really entice teenagers to drink, especially teenage girls," stated Judy Arnold, Marin County Supervisor. "I really want to congratulate you for addressing teenage drinking."

Cheryl Paddack, Executive Director of the Novato Youth Center also spoke in support: "We recognize that drinking and binge drinking here is higher than the state and the national average. As a parent and community leader I would ask the city council to approve this resolution"

"Alcopops are just a predatory marketing ploy targeted at young people across the country and the enticement they produce leads not just to drinking, but binge drinking which can lead to some very severe situations," stated Heart Fogel, a 13-year-old freshman at San Francisco University High School and a member of the Marin County Youth Commission. "We need to attack this problem at the source, by getting Alcopops off our shelves and out of our youth's lives."  

Current Alcopop-Free Zone Marin supporters now include:

  • Albert Park Neighborhood Alliance
  • Alcohol Justice
  • Being Adept
  • Families for Safer Schools
  • Healthy Marin Partnership
  • Healthy Novato
  • Marin County Board of Supervisors
  • Marin County Advisory Board on Alcohol & Other Drug Problems
  • Marin County Dept. of Health & Human Services Prevention Hub
  • Marin County Pharmacists Association
  • Novato Blue Ribbon Coalition for Youth
  • Novato City Council
  • Novato Friday Night Live
  • Novato Police Department
  • Novato Youth Council
  • Paradise Markets
  • Perry's Deli
  • Pharmacist Planning Service, Inc.
  • San Rafael City Council
  • Santa Margarita Neighborhood Association
  • San Rafael Community Coalition
  • Sober Living in Mill Valley
  • Tiburon Town Council
  • Twin Cities Coalition for Healthy Youth
  • United Markets
  • YMCA – Marin County Youth Court
  • Youth Leadership Institute
  • Youth for Justice

"Coalition efforts, campaign rallies and demands will continue at 7-Eleven and Safeway stores, and at all other alcopop retailers in Marin until the county truly is an Alcopop-Free Zone," stated Jorge Castillo, Advocacy Director for Alcohol Justice. 

The Alcopop-Free Zone Marin coalition is open to any agency or group to join their efforts to remove alcopops from the county. Please visit www.AlcopopFreeZone.us for more information.

"Marin County is proving that any community, youth or parent group can organize to create a safer and healthier environment, free of youth-attractive alcopops," stated Bruce Lee Livingston, Executive Director/CEO of Alcohol Justice. "Our vision is to see this happen everywhere in the country, and we will support all community efforts to make it happen."

CONTACT: Don Carney 415 459-9622
Jorge Castillo 213 840-3336
Michael Scippa 415 548-0492

SOURCE Alcohol Justice

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, will show how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningfu...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
Unless you don’t use the internet, don’t live in California, or haven’t been paying attention to the recent news… you should be aware that self-driving cars are on their way to becoming a reality. I have seen them – they are real. If you believe in the future reality of self-driving cars, then continue reading on. If you don’t believe in the future possibilities, then I am not sure what to do to convince you other than discuss the very real changes that will roll out with the consumer producti...
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
In his session at 18th Cloud Expo, Sagi Brody, Chief Technology Officer at Webair Internet Development Inc., will focus on real world deployments of DDoS mitigation strategies in every layer of the network. He will give an overview of methods to prevent these attacks and best practices on how to provide protection in complex cloud platforms. He will also outline what we have found in our experience managing and running thousands of Linux and Unix managed service platforms and what specifically c...
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
Redis is not only the fastest database, but it has become the most popular among the new wave of applications running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 18th Cloud Expo, Dave Nielsen, Developer Relations at Redis Labs, will shares the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
Many private cloud projects were built to deliver self-service access to development and test resources. While those clouds delivered faster access to resources, they lacked visibility, control and security needed for production deployments. In their session at 18th Cloud Expo, Steve Anderson, Product Manager at BMC Software, and Rick Lefort, Principal Technical Marketing Consultant at BMC Software, will discuss how a cloud designed for production operations not only helps accelerate developer...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...